Cosmetic packaging is facing a major shift, with “free from” claims no longer enough to satisfy either regulators or customers. Across the UK, updated allergen guidance is reshaping how brands must label their products, forcing a move towards more complete transparency. The days of simple marketing slogans are coming to an end as stricter rules demand clearer, more accurate ingredient disclosure.
New Allergen Rules for UK Cosmetics
In 2025, the UK is introducing tighter allergen labelling standards following concerns raised by dermatologists and consumer safety groups. The new rules focus on expanding the list of allergens that must be disclosed, particularly targeting fragrance ingredients known to cause skin reactions. Where previous regulations only required the most common allergens to be listed, brands will now have to declare a broader range of substances.
This change responds to growing awareness of hidden allergens in everyday products. Studies have shown that consumers are often misled by “free from” labels, believing products to be completely safe, even when trace allergens are present. The updated guidance aims to make labels more honest and informative, giving consumers clearer knowledge about what they are applying to their skin.
Consumers Expect Greater Transparency
The shift in regulations reflects a wider trend among shoppers, who are becoming far more careful about product ingredients. Many now read the full INCI (International Nomenclature of Cosmetic Ingredients) list rather than relying on large “free from” claims printed on the front of packaging. With more people aware of allergies and sensitive skin conditions, demand for detailed labelling has never been higher.
Social media has also played a role, with influencers and dermatologists explaining ingredient lists and highlighting misleading claims. This has increased pressure on brands to drop vague promises and focus on factual, accurate information. Customers want proof of product safety, not just marketing phrases.
How Brands Are Adapting
Brands are already making changes to keep up. Some are removing “free from” badges altogether and switching to clearer ingredient lists. Others are adding QR codes to packaging, allowing consumers to quickly access full ingredient breakdowns and allergen details online.
This move towards transparency also creates opportunities for companies to build stronger relationships with their customers. Products that clearly display allergen information, along with details about testing and safety, are likely to earn greater trust. Small businesses especially can use this chance to stand out by offering honest, well-labelled cosmetics.
Clear Labelling Will Define the Market
The introduction of stricter allergen guidance is not simply about legal compliance—it marks a change in what customers expect from beauty brands. Companies that fail to update their labelling could face penalties or product recalls, but more importantly, they risk losing customer confidence.
Over the next few years, clear, accurate labelling will become the new industry standard. “Free from” claims will no longer carry the same weight, replaced by detailed ingredient lists and stronger allergen warnings.